IAB PlayFronts: Scuti and Enthusiast Advance In-Game Commerce

The Big Message Scuti in the business of incorporating commerce opportunities within video games such as ingame links to related merchandise for sale or offering rewards to gamers based on how often they win wants advertisers to keep these opportunities in mind when exploring their spending on the medium What Scuti Chief Marketing and Chief Financial Officer Mark Fonzetti labeled quotGCommercequot can be quotthe most important new retail channel n 30 yearsquot he said during his presentation In time interactive commerce TV will coexist with or in some setups have GCommerce features quotYou know this has to be the next big thingquot Fonzetti asserted quotThis is a massive opportunity to reach an immersive audiencequotFanbased entertainment programmer Enthusiast Gaming working with content on more than 700plus YouTube channels including NFL Tuesday Night Gaming urged attendees to pay attention to what Samsung and LG are doing now with their respective game hubs and look for all smart TV products to have them in time quotCloud nonconsole TV video games will be the future of gaming and democratize the mediumquot declared Enthusiast Senior Vice President Matt GoodmanHosts Porgetti cohosted Scuti39s PlayFronts turn with Chief Executive Officer Nicolas Longano while Goodman handled Enthusiast Gaming39s portionWhat Worked Both presentations gave deep details about their respective undertakings in understandable fashion accompanied by a good mix of videos and game screensWhat Also Worked Having executives available throughout the two days of PlayFronts via discussion tables set up near the main auditorium and just a few steps away from food served at lunch and networking breaksWhat Didn39t Work In Enthusiast Gaming39s case some perspective and statistics on how well NFL Tuesday Night Gaming did in viewership on YouTubeData Points As a community video game players have 65 billion in spending power according to Fonzetti A research study from Scuti claimed that 51 percent of players would shop for gamerelated goods at game sites if the capability were available If a rewards program was available as well the shopping crowd would bump beyond 80 percentNews Disney and Hulu were among the sponsors of NFL Tuesday Night Gaming presented during the entire 202223 National Football League regular season In addition Nickelodeon teamed up with Enthusiast Gaming for several segments on its weekly NFL Slimetime series For Nick the relationship dovetailed well with its quest to build quotthe next generation of NFL fan Our fans go from 1 to 101quot a network official declared in an onstage testimonial Scuti39s first TV connection will begin in May when Prime Video launches Game Master a 13episode esports competition series hosted by Wil Wheaton Described as quotAmerican Idol for the gamer generationquot home viewers will be able to buy related merchandise during each episode In addition Scuti has conversed with Samsung about launching both commerce and rewards capabilities within its game hub through a playin device and plans to make the same pitch to Amazon and other smart product makersParting WordsquotIt39s all about discovery and rewards Your brand is being associated with a better playing experience We39re gamifying the shopping experiencequot Scuti Chief Executive Officer Nicholas LonganoquotWe39re out to be a missing link We will work with any ad playerquot Mark Fonzetti Scuti39s Chief Marketing and Chief Financial OfficerquotIngame advertising is happening and is ready to scalequot Itamar Benedy founder and Chief Executive Officer of Anzu working with NBCUniversal on a number of ingame advertising and commerce projects over the last yearquotContent is on the cusp of engaging ingame advertising We39re ready for maturityquot Jonathan Meyers NBCUniversal39s Senior Vice President and General Manager Partnerships during Anzu39s PlayFronts presentationRead more of our 2023 PlayFronts coverage hereClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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IAB PlayFronts: Scuti and Enthusiast Advance In-Game Commerce

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IAB PlayFronts: Scuti and Enthusiast Advance In-Game Commerce

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